Toyota is preparing to separate Century into a higher-end sub-brand than Lexus.

Building a successful brand identity can be a double-edged sword, bringing both advantages and disadvantages. For example, Toyota is known as a Japanese brand that owns popular, durable cars at affordable prices. Therefore, even when the company launches high-performance cars with the most modern technology; most customers will find it difficult to see the "high-end" of the car when compared to long-standing German supercar brands and naturally think that spending a huge amount of money on a Toyota is not worth it.

Currently, the Japanese automaker plans to sell its Toyota Century line for nearly $170,000 (VND4.2 billion), so it is likely that Toyota will want to separate the “Century” name into a separate car brand with a more upscale brand identity to match its future expensive cars. In an interview at the Tokyo Auto Salon, a Toyota representative said that the Century brand will produce more expensive and impressive cars than Lexus.

While this move may seem like a gamble for Toyota, it certainly wouldn’t be the first time the company has attempted to target the luxury market with a new brand. Besides, the Century name has deep roots in history, dating back to 1967, when the limousine was first produced under this name and served as Toyota’s chauffeur-driven luxury vehicle.

Obviously, when the plan to separate Century into a separate brand is implemented, the Century SUV (formerly Toyota Century) will play the role of "signaling" the new car company when it is present in different international markets.

The elegant Century sedan was initially offered with a V8 engine, then a V12 option, and finally a V8 hybrid powertrain in recent versions. Over the years, the model has undergone three generational updates over the years and is now in its fourth generation, a full-size SUV with sliding doors.

Toyota is serious about the Century, and the SUVs are built by a select group of 40 workers who must pass tests to qualify for the project. As a result, they can take up to 12 times longer than workers on other lines to tighten bolts and assemble parts perfectly.

Such attention to detail is part of the reason why the model is expected to start at around $170,000, while production cars based on the Century concept will cost around $220,000.